In sales (as with everything else), the right language often leads to the right reactions. Change just one word and you can make the entire sales process easier (or harder). Unfortunately, many sales teams make the mistake of selling based on price rather than value and inadvertently make the sales process much harder. To counter this, 5 important words should be engrained into your sales team’s vocabulary to ensure they constantly reinforce the value of your offerings:
Customers have become accustomed to instant gratification. Nobody has time anymore for solutions that take days, weeks, or even months to materialize – especially in the business world. People want tangible results right away. When you use the word “instant,” it tells the customer that you will not be wasting their time and that the value your offering provides will be realized immediately. Words like “instant,” “quick,” or anything similar gives your sales pitch a sense of urgency your customers will be attracted to and appreciate.
If you are not mentioning the results you bring, why would a customer choose you? Results are everything in business. Managers demand results from employees and customers demand results from suppliers. You must tell the customer what they will realize or what will happen if they choose you. Failure to do so will likely lead to a loss in a sale. Let customers know up front that they can count on your offerings to bring the results they need and more. Though, ensure the “results” are something the customer values, such as “10% returns on investment” or “5% increase in share”. Add the word “instant” in the mix and you are bound to speed up the sales process.
Once you promise to bring “instant results” to customers, the next step is explaining “how” you will bring the results. Customers want to know exactly how your offering works and how it will deliver value. A sales pitch that lacks these details and deals only in generalities is weak and will negatively impact your ability to communicate your value. Always remember that customers are looking for practical solutions and the word “how” reinforces a clear path to implementation.
Your customers are selfish. They earned their money through hard work and want to spend that hard-earned money on their terms. The word “you” is probably the most important word to add to your vocabulary. You may think using “we” or “us” is more polite and creates a common ground to start the conversation from, but there is no common ground. The customer is the ultimate decision-maker and they are the only ones who will benefit from your offering. The path to sales success lies in aligning your self-interest with the self-interest of the customer. Doing so will make it easier to relate to them and appeal to what they value. It is a customer-centric market, after all.
Don’t be afraid to say “you” and help the customer get there faster.
Customers do not come to you to solve problems they can address themselves. They come to you because they think you are the expert. The word “known” helps convey the message of your reliability. It reassures the customer that they are not taking a risk trusting you. You want to show that your solutions are tried and true. Adding social proof, such as analytics, testimonials, or results delivered, can add weight to your argument.
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Size, Certainty, Speed
Now, while the right words can influence a purchasing decision, you want to make sure the words you choose address the three criteria customers value. Namely, the size, certainty, and speed of the benefit your offering provides.
Notice how all 5 words address these three criteria. When you describe the “Results” your offering brings, you communicate the size of the benefit. “How” and “Known” demonstrates your expertise and the certainty of the benefit. Lastly, “Instant” explains how quickly the benefits will be realized.
All that is missing is the word “you,” but by addressing the three criteria, you automatically show how your offering will benefit the customer.
You Have the Words – Now Put Them in Action
Adding the right words to your sales team’s vocabulary can help with value-based selling. Now that you are equipped with these top 5 words, it is time to ensure they are engrained into the sales team’s vocabulary.
Need some more sales guidance as you start implementing your words? Get in touch with our experts at Revenue Management Labs! We deliver tailored training programs that enable sales and marketing teams to create and communicate an effective value-based sales strategy.
ABOUT THE AUTHOR Avy Punwasee is a Partner at Revenue Management Labs. Revenue Management Labs help companies develop and execute practical solutions to maximize long-term revenue and profitability. Connect with Avy at email@example.com